Nottingham City Council has awarded JCDecaux UK a 15-year bus shelter and free-standing digital advertising contract following a competitive tender.
The contract not only provides the council with income from digital advertising screens, but it also includes a refurbishment of bus shelters and the introduction of smart technology benefits, such as free public Wi-Fi and real-time air quality monitoring.
Nottingham is the eighth-largest city in England in terms of catchment population and retail spend – a vibrant business and leisure hub in the East Midlands.
The new contract will provide advertisers with a new city-wide network of ‘Out of Home’ digital 6-sheet screens, offering an exciting new opportunity for local, national, and international advertising clients to reach brand-new audiences in this important city.
‘Out of Home’ advertising refers to physical advertising often seen on bus shelters or free-standing screens located in public spaces, and “6-sheet” relates to the size of the screen, in this case, screens that are around 75 inches. The digital network will comprise 30 free-standing units (60 screens) and 75 bus shelter screens, as well as ‘classic’ paper poster sites.
All 800 bus shelters will be completely refurbished and rebranded in the city’s ‘Robin Hood Network’ livery, including energy-efficient LED lighting, helping to work towards the city’s carbon-neutral goals.
JCDecaux will be introducing ‘smart city’ technology to the city centre, providing free Wi-Fi and air quality monitors, enabling the council to access real-time air quality information across the city via an app – all funded by advertising.
Aligned with the council’s climate strategy, the high-quality design and robust maintenance of JCDecaux’s bus shelters mean they will be refurbished when the new contract begins in January 2025 – reducing greenhouse gas emissions by an estimated 90% compared to the installation of replacement street furniture.
JCDecaux will also fund a range of important environmental and community initiatives, paid for by the advertising network. This includes financial support for the Mayor’s Charity, funding for local community groups, as well as support for university research projects and city-wide biodiversity initiatives.
Councillor Neghat Khan, Leader of Nottingham City Council and Executive Member for Strategic Regeneration, Transport and Communications, said:
“Congratulations to JCDecaux on getting this contract after a thorough tender process. We’ve worked with them in Nottingham for many years and look forward to continuing this partnership.
“It’s important that the bus stops and shelters in Nottingham are well-maintained and use the latest technology. The digital screens in the city centre provide advertising space for local and national companies, which also brings in extra income for the council.”
Phil Drye, Chief Commercial Development Officer at JCDecaux UK, said:
“Nottingham is a dynamic city, and we are very proud that Nottingham City Council has again placed its trust in JCDecaux UK, continuing our relationship that spans over 20 years.
“Our bus shelters are designed with high-quality materials and maintained and cleaned to the highest standards. We are looking forward to delivering this new contract for Nottingham City Council and local residents, which will include digital screens and ‘smart city’ technology to bring innovative public services to the city.”
The digital screen network is set to include the main retail and business hubs of Beastmarket Hill, Carrington Street, Clumber Street, Lister Gate, Milton Street, and Upper and Lower Parliament Street.
Nottingham is a major hub for business growth, home to iconic brands including Boots, Capital One, Center Parcs, Experian, GoDaddy, and Paul Smith. Nottingham and Nottinghamshire are undergoing a transformational period of economic regeneration.
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